Search Engine Marketing | Trusted SEM Agency for eCommerce

Specialist Focus

We're not generalists. Our SEM specialists live and breathe Google Ads for eCommerce — meaning their time goes entirely toward improving your performance, not splitting focus across channels.

Your Growth Partner

We act as an extension of your in-house team. You get a Partner agency with deep category knowledge, transparency, and obsession with one metric: your return on ad spend.

Core Pillar 01

Foundational Best Practice

Before we scale, we build it right. Every account we inherit or create is structured to the same exacting standard across four core domains — because performance without foundations is just luck.

Account Structure

Setup: Clean, logical campaign architecture from day one — no bloated legacy structure, no wasted spend

Segmentation: Campaigns segmented by intent, category and margin so budget flows where it earns

Targeting: Precision targeting aligned to real purchase behaviour, not broad assumptions

Spend Profile: Budget allocation modelled to your ROAS goals, peak trading periods and category seasonality

Keywords & Campaign Selection

P-Max Setup & Configuration: Performance Max built with the right asset groups, signals and exclusions — not left on autopilot

Shopping: Google Merchant Centre optimised for feed quality, product titles and competitive pricing

Traditional Search: High-intent text campaigns capturing buyers at the point of decision

Spend Percentage: Proportional allocation across campaign types, reviewed and adjusted monthly

Brand vs Non-Brand: Clear separation strategy to protect margin and grow new customer acquisition

Audience

Remarketing Lists: Segmented RLSA audiences built from site behaviour, cart abandonment and purchase history

Demographic & Geographic Targeting: Bid modifiers calibrated to your best-converting locations and demographics

Persona Development: Customer archetype mapping to inform message, match type and landing page alignment

GA Audience Cohorts: Google Analytics 4 cohorts imported and activated as campaign signals for smarter bidding

Creative

Depth of Creative: Multiple headlines, descriptions and assets across every ad group — giving the algorithm real options to optimise

Responsive Search Ads: RSAs built with message hierarchy and pinning strategy to control key messaging at scale

Creative Test/Learn: Structured A/B testing cadence so every iteration is an informed improvement

Sitelinks & Callouts Depth: Maximum extension coverage to capture additional SERP real estate and drive CTR

Core Pillar 02

Full Funnel SEM Approach

Purchase decisions don't happen in a single moment. We engineer campaigns that meet your customer at every stage of their journey — from first discovery through to loyal repeat buyer.

1 Top of Funnel

Brand & Product Discovery

Awareness-first campaigns that introduce your brand and product range to high-potential audiences. We target broad but qualified intent signals — category keywords, competitive terms and contextual audiences — to fill the top of your pipeline with future buyers.

2 Mid Funnel

Comparison & Consideration

Campaigns built around the questions buyers ask mid-research — frequently asked questions, feature comparisons, reviews and “best X” searches. We capture shoppers in the evaluation window and direct them toward your brand as the right answer.

3 Bottom of Funnel

Convert & Close

High-intent, transactional campaigns targeting buyers ready to purchase. We leverage brand keywords, promotional messaging, unique selling propositions and competitive differentiators to win the final click. ROAS targets are tightest here.

4 Post-Purchase

Enjoy & Repeat Purchase

The funnel doesn’t end at checkout. Remarketing campaigns, loyalty incentives and upsell strategies keep existing customers in the ecosystem — improving lifetime value and reducing the cost-per-acquisition of future revenue.

Nurture Every Step to Purchase

Each stage of the funnel demands a different message, a different intent-match and a different bid strategy. Our full-funnel method ensures no customer is lost between stages.

The Result: A self-reinforcing system where awareness campaigns feed mid-funnel consideration, and bottom-funnel activity converts at higher rates because the groundwork was laid above.

Core Pillar 03

How We Drive ROAS Performance

Four sequential disciplines — each building on the last — that translate media spend into measurable, sustainable return on ad spend.

Campaign Categorisation

  • Search campaigns built from your top-performing product categories
  • Brand.com.au volume leveraged to protect and grow owned territory
  • Audience signals in P-Max refined to promote your site specifically
  • ROAS-first priority with structured awareness activity to feed the funnel

Creative & Keyword Optimisation

  • Structured testing framework — hypothesis, test, learn, iterate
  • Google Merchant Centre connected, audited and continuously optimised
  • Landing page testing for conversion rate and quality score improvement
  • Keyword expansion and pruning cycles aligned to performance data

Audience Strategy

  • Audience signals designed around your real customer segments
  • Test-and-learn methodology across signals, creative and landing pages
  • RLSA, customer match and in-market audiences layered for precision
  • GA4 cohort activation for smarter automated bidding

Optimisation & Forecasting

  • Weekly optimisation cadence toward agreed ROAS goal within budget
  • Opportunity and forecasting analysis to model growth scenarios
  • Competitor observation and gap analysis for strategic advantage
  • Monthly reporting with clear attribution and next-action recommendations

Specialist Focus

SEM specialists who live in Google Ads — not generalists across six channels. Their entire focus is improving your paid search performance.

Cost-Efficient Growth

We go beyond clicks. Every dollar is tracked to revenue. We know how eCommerce scales and build strategies that improve ROAS as spend grows.

Never Set & Forget

Regular optimisation is in our DNA. We test, pivot and improve as a constant cadence — not a quarterly event.

See our success stories.

Led by Industry Veterans

Simon Gellibrand

Simon Gellibrand

Head of Client Success

Simon has worked with and materially grown over 100 clients and managed over $350m of media, including household names and startups across major verticals, including Retail, Finance, Telco, Tech, Entertainment, Lifestyle, Not-for-profit, Recruitment, and Gaming. Specialities include SEM, SEO, Programmatic, Paid Social, Analytics, Measurement and Planning.

Mark Johnson

Mark Johnson

Sr Paid Media Consultant

Mark, one of our senior specialists, previously worked at Google, supporting advertisers and agencies from within the ecosystem. That experience shapes how we think about account structure, automation, and how Google's priorities translate into real-world performance for our clients.

Simon Gellibrand, Head of Client Success, has led and overseen more than $350 million in paid media investment across household brands, with Mark managing in excess of $50 million directly. Scale at this level teaches discipline — what works, what breaks, and where risk compounds quietly over time.

What this means for our clients is an ability to cut through the jargon, align what our client's growth needs are and how Google Ads can be managed to deliver the results our clients deserve.

The combination of platform-side insight and operator-side accountability that has driven material growth for over 20 years, informs how we lead strategy and execution today: deliberately, responsibly, and with a long-term view of performance leading to long term revenue growth.

Ready to Scale?

Stop Paying for Clicks.
Start Paying for Results.

Book a call with our SEM team and find out how LION Digital's unique performance model delivers ROAS that grows with your business.

Book a Free Call